price positioning

Price positioning is the strategic pricing of a product or a company within a product group or within a market.

The aim of price positioning is to create a pricing management that, according to customer awareness, is positioned differently from competition. In principle, a distinction can be made between a low price position (e.g. Dacia), a medium price position (e.g. Opel) and a premium price position (e.g. Porsche). Price positioning must be managed consistently across the entire marketing mix. For example, a premium supplier is associated with high product and service quality. Accordingly, this premium concept must also be reflected in the communication policy as well as the brand identity and the selection of distribution channels.